Diageo has unveiled ‘Why You Whying’ – a new campaign to support the launch of Captain Morgan Spiced Gold 0.0% that challenges the negative societal pressure of being asked ‘why aren’t you drinking’ when people choose a non-alcoholic beverage.
A new TV ad stars content creator Nick Fraser, who shot to fame in 2015 after his Why You Always Lying video went viral. Drawing inspiration from his original content, Why You Whying features Fraser singing new lyrics, using humour to challenge people to stop and think before they ask a friend why they aren’t drinking.
In addition to the ad, a series of GIFs and other assets have been created to run across digital.
Samori Gambrah, Global Brand Director of Captain Morgan, commented: “For the launch of Captain Morgan’s first alcohol-free offering, we wanted to do something fun to challenge people to stop and think before asking ‘why aren’t you drinking’. We hope this ad will make people laugh and think in equal measure.”
Developed over the past two years by Diageo’s innovation team, Captain Morgan Spiced Gold 0.0% is the first alcohol-free launch from Captain Morgan, and Diageo’s first alcohol free dark spirit.
